An examination of message-relevant affect in road safety messages : should road safety advertisements aim to make us feel good or bad?

Lewis, Ioni M., Watson, Barry C., & White, Katherine M. (2008) An examination of message-relevant affect in road safety messages : should road safety advertisements aim to make us feel good or bad? Transportation Research Part F: Traffic Psychology and Behaviour, 11(6), pp. 403-417.

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Drawing upon the multiple roles of affect posited by Elaboration Likelihood Model, the current paper examines the effectiveness of message-relevant affect. Specifically, humorous and fear-evoking anti-drink driving messages are examined in terms of perceptions of relative influence on self and others (i.e., the third-person effect) and their performance on a range of persuasion outcomes. The influence of involvement, response efficacy, and gender on persuasion outcomes is also examined. Participants (N = 201) viewed two advertisements and completed two questionnaires: the first assessed pre-exposure attitudes and behaviour and immediate-post exposure attitudes and intentions; the second, 2 to 4 weeks later, assessed attitudes and behaviour. The results revealed, as predicted, interactions of the key variables and evidence of the greater persuasiveness of negative appeals immediately after exposure whilst greater improvement of positive appeals over time. The findings highlight the importance of continuing the exploration of positive appeals as a persuasive alternative to negative appeals.

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29 citations in Web of Science®

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ID Code: 16999
Item Type: Journal Article
Refereed: Yes
Keywords: road safety advertising, message-relevant affect, emotional appeals, positive emotion, response efficacy, persuasion
DOI: 10.1016/j.trf.2008.03.003
ISSN: 1369-8478
Subjects: Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health Promotion (111712)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: Copyright 2008 Elsevier
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher
Deposited On: 17 Dec 2008 23:05
Last Modified: 29 Feb 2012 13:46

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